Authenticating the identity of Indian textile heritage through THE HANDLOOM BRAND MARK & THE KHADI MARK
The Khadi spirit resembles a sense of fellow-feeling for every human on this planet. It conjures an immense amount of patience in the person possessing it. A true symbol of self-reliance and independence, the purity of Khadi and the genuinity of the handloom industry ignites a spirit of survival and self-sufficiency in the hearts of millions of people across the ancient lands of India.
However, Purity can never be defined. It can only be experienced. In the pursuit to find something pure, often people are misled and tricked to believe something which is not true.
The Roman poet Juvenal encapsulates it perfectly, saying, ‘Rare is the union of beauty and purity.’ Thus, to give the products of Khadi and the handloom artisans who create these magical products a face on the global markets, the Government of India initiated the ‘Khadi Mark’ and the ‘Handloom Brand Mark’ campaigns.
The Handloom Mark:
And while, traditionally the Khadi and the Handloom brand has been associated with the artisans making it on a small scale, the India Handloom Brand Mark was introduced in order to protect the spirit of the Mahatma, the Father of the Nation, living inside every rural artisan. It made the trading of handloom textiles fair and just to all.
Gandhi truly believed in “Har haat ko kaam, har kaarigar ko samman” (A job for everyone, and respect to every artisan). Thus, respecting his thoughts and ideas, the India Handloom Brand mark authenticates every handloom product that can be traded in this country. Reinforcing the already established Handloom Mark, the India Handloom Brand mark has proved to be a boon for over a million artisans working hard to preserve the heritage of India.
With all the environmental, health and socio-economical benefits, Khadi in all senses, is a symbol of hope of a life against deprivation and despair for millions of artisans all across India. Khadi elucidates with a resounding voice, the sanctity of life which the Mahatma lived by all his life. In the over-a-million artisans and craftsmen of rural India, women constitute a majority. Thus, handloom and handicraft industry not only serves as a socio-economic leveler, but also a strong equalizer of genders in the orthodox Indian rural village.
The Khadi Mark:
To preserve the sanctity of Khadi, which by the way, is the only cloth used to make our National Flag, the Khadi mark was an inevitable step to be taken. Giving an identity to connect every Indian with the material, having an official Khadi mark really stirs up the national pride hidden inside every Indian.
Being a symbol of hope and a fighting spirit against backwardness, the Khadi mark is doing a great job in determining the genuinity of Khadi and all Khadi products. Born in 2013, the Khadi mark regulates the sale of any and all textile products made out of Khadi. With the rise in the demand of Khadi and the fall of fast fashion clothing, many top fast fashion brands have come forward to express their keenness to make ready-made Khadi apparel.
Let’s show some support:
And in the recent times as well, the importance and benefits of Khadi have shot to greater popularity. With the Honorable Prime Minister of India, Mr. Narendra Modi urging everyone to buy at least one Khadi outfit, the importance of Khadi mark increases furthermore.
This effort to standardize the unorganized handloom sector is a fresh move to be welcomed by all. We at Vritti Designs, have taken a small step towards contributing to this movement and are proud to adopt the Indian Handloom Brand Mark.
We at Vritti, urge you to embrace the handloom movement with open arms. It is this spirit which has lit the path to India’s glorious and brave freedom struggle. Always remember, the more warmth you show to the handloom spirit, the more rural India walks towards a path of a shining future.
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